Speak my language or look like me? - Language and ethnicity in bilingual customer service recovery

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• 作者：Carol Azab^a ; ¹ ; ^{cazab@stetson.edu}Author Vitae ; Terry Clark^b ; ^{tclark@business.siu.edu}Author Vitae
• 关键词：Language convergence ; Service recovery ; Rapport ; Ethnicity ; Ethnic composition
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：72
• 期：Complete
• 页码：57-68
• 全文大小：476 K
• 卷排序：72

文摘

This research examines the influence of verbal (language) and non-verbal communication (ethnicity) of service providers on customers' perceptions of service recovery. Drawing insights from speech accommodation theory and inferiority complex, this study uses between subject experimental design to explore conditions under which language convergence and divergence are effective ways to build rapport. Results show that the influence of ethnicity and language cannot be interpreted without considering the ethnic composition of customers and service providers. Results also show that language can trigger stigma with positive country image that interact together to create a more favorable rapport.